There will be a particular focus aimed at understanding the factors that would influence international success and failure of companies.

Transcription

1 Juin 2015 Les Experts BAC+4 Growth and International Development Strategy CODE Semester Duration Credits Language STRA English Academic department : Strategy/Economy/Law Coordinator : Dorota Leszczyńska Campus : Nice dorota.leszczynska@idracnice.com Phone number : Signature Dorota Leszczynska Syllabus In-charge: PEREIRA Prashant Campus: Nantes Mail : pereira.prashant@idracnantes.com Telephone : Signature : 1

2 OBJECTIVES & COMPETENCES Objectives of the Course In the interconnected world of today, Marketing strategies aimed at International growth are not restricted to the corporate strategy developers. Young Managers and students in Business get glimpses of the same during their Internships or their job experiences. The objective of this course is to understand the processes, strategies and impacts of Internationalisation decisions on companies. There will be specific attention paid to evaluating international market opportunities, understanding the need for developing and adapting marketing tactics and strategies to specific national markets. There will be a particular focus aimed at understanding the factors that would influence international success and failure of companies. Competences to be acquired This course will focus on the following issues Developing an understanding of international growth strategies aimed at a career in International Business. This could involve curiosity and understanding differences in the National Business environment, Legal and Political issues and Economic considerations. Acquiring the knowledge and techniques relating to International Growth issues, ie: o Ability to realize an Export Audit o Acquiring know-how related to understanding and researching an international market o Understanding the processes involved in assessing the strategic attractiveness of particular markets for an organization o Analyzing various market entry modes and choosing the best one(s) PEDAGOGICAL METHODS & EVALUATION Prerequisites There are no prerequisites but students need to be inscribed in the Idrac M1 Programme ; Year 4, Semester 8. (An Upper Intermediate level of English comprehension may be required) Teaching Methods Learning methods could be based on Inductive learning via Assignments and Student presentations. Other methods used could include based submissions and Online Learning tools (Idrac Learning Lab), In-class Presentation Sessions and Face to Face in-class Discussion sessions. Course Schedule (cf Academic model) Blended FFP APP TE / TI Evaluation Teaching Learning hours Assessment / Grading Information 2

3 Mode of Evaluation Class Participation, Class- Assignments (could include Interactive exercises and Case study based evaluation) 40% of the Grade End of Term Exam: 60% of the Grade Types Description % Continuous Continuous assessment can be done in Individual or Group 40% assessment Presentation format during the FFP sessions. Written Exam 60% Oral Exam Report TOTAL=100% Class sessions This class is for a Total of 20 hours (including a 2 hour Exam session) which could be in 5 sessions of 2 hours each (or equivalent). TEACHING PLAN THEME 1 Introduction to Operating in a Global Business Environment Presentation of the class: Explanation of the Objectives, methodologies and evaluation tools Introduction to International Marketing Major trends in International Business Challenges of developing a company in foreign markets Understanding the steps in International Marketing Planning Process o Situation analysis Company Strengths and Weaknesses Resources and capabilities o Corporate aims and objectives o International Business Development Strategies o Implementation of the plan o Control and Feedback Readings (Available on cyberlibris): Cook, T; Alston R & Raia K (2012) Mastering Import & Export Management, AMACOM New York. Curry, Jeffrey Edmnd (2009). A short course in International Marketing strategy. World Trade Press. Chapters 1 and 2. pp Czinkota, Ronkainen, Moffett (2005). International Business. Thomson. 7 th edition. 3

4 THEME 2: International Market Research Understanding key roles of Marketing Research in International Marketing Understanding the concepts and techniques to recognize and evaluate international opportunities Evaluating Market Attractiveness and Market Access Evaluating local consumer behavior Building Foreign country market profile analysis Implementing international market research Readings (cyberlibris): Craig, C.S & Douglas S.P. (2005). International Marketing Research. John Wiley & Sons. Chapter 2: Designing International Marketing Research (pp 43 80) THEME 3: Market selection strategy Entry evaluation procedures Preliminary screening In-depth screening Selecting the Target country and market Case study/ Document commentary: Using different tools to indentify International Marketing Opportunities Students need to identify opportunities and risks associated with doing Business in certain markets. Using the OECD website, students can use the Knaepen package or the Business Environment Risk Index (BERI) to evaluate certain chosen markets. Readings (Available on the Internet): OECD (2014). THE KNAEPEN PACKAGE : Guiding principles for setting premia fees under the arrangement on Guidelines for officially supported Export credits. Accessed online on 30 th July 2014 from THEME 4: Market Entry strategy Understanding various alternative methods of Market entries possible for companies seeking to develop new markets Compare different levels of involvement, risks and marketing control associated with each market entry method Understanding the criteria for selecting the appropriate market entry method Advantages and Challenges of Market entry strategic partnerships (Alliances/ Joint ventures) Student Tasks/ Activity : Based on Marketing Blunders from the book by Michael White (cited), students may identify International ventures gone awry for certain companies. 4

5 Students may also analyse the risks and advantages associated with entering foreign markets through M&A and joint ventures. Some examples could be the Alliances between Daimler and Chrylser or between Danone and Wahaha in China. Readings (Available on cyberlibris): Onkvisit, Sak & Shaw, John (2004). International Marketing. Taylor & Francis. Chapter 9: Foreign Market Entry Strategies (pp ) White, Michael (2009). A short course in International Marketing Blunders. World Trade Press. Chapter 6: Japan a world unto itself. (Pp ) THEME 5 ( APP): Oral Presentation of Group Case study/ Other method of Evaluation decided upon by the Professor Students are required to work on an analytical exercise comprising the evaluation of the Marketing Strategy of a Company. Professors are free to choose the case(s) they would like, based on a real case study. Students are expected to analyse the company s International performance and propose specific strategies that could have improved the company s International performance. BIBLIOGRAPHY Sources to be used (cyberlibris) Cook, T; Alston R & Raia K (2012) Mastering Import & Export Management, AMACOM New York. Craig, C.S & Douglas S.P. (2005). International Marketing Research. John Wiley & Sons. Curry, Jeffrey Edmnd (2009). A short course in International Marketing strategy. World Trade Press. Czinkota, Ronkainen, Moffett (2005). International Business. Thomson. 7 th edition. OECD (2014). THE KNAEPEN PACKAGE : Guiding principles for setting premia fees under the arrangement on Guidelines for officially supported Export credits. Accessed online on 30 th July 2014 from Onkvisit, Sak & Shaw, John (2004). International Marketing. Taylor & Francis. White, Michael (2009). A short course in International Marketing Blunders. World Trade Press. Other sources Cateora, P.R. & Graham, J.L & Gilly, M. ( 2012). International Marketing. McGraw- Hill/Irwin. 736p. Doole, I & Lowe, R (2012). International Marketing Strategy : Analysis, Development and Implementation. Sixth edition. Cengage Learning. Duphil, F (editor) et al. (2014). Exporter : Pratique du commerce International. Editions Foucher, Paris, 479 p. 5